The Rise of Premium Vodka

Francois Thibault is the co-creator of Grey Goose vodka, which launched in 1997  quickly became the world’s most respected super premium vodka brand. 

I travelled to Picardy in Northern France alongside Grey Goose’s global brand ambassador, Joe McCanta to meet Francois, and visit the wheat fields of the region the distillery where Grey Goose is made. I should say at this point that Grey goose didn’t pay me anything - I was genuinely interested to learn more about the product and to meet Francois, And Joe had some space on a trip with some journalists from the US.

00:00 Introduction

04:44 The vision of Sydney Frank and Grey Goose

06:34 Becoming a Maitre de Chai - Cognac Cellar Master

10:29 Transitioning to vodka from cognac 

12:42 Wheat - Picardy, agriculture

15:16 Improvements and Refinements of the Grey Goose process

20:16 Water and its importance to vodka - Grey Goose Altius

23:37 Character vs. Purity in Vodka

28:14 Vodka Misconceptions

33:16 The Future of Vodka

42:28 Closing Thoughts